An examination of brand value, satisfaction, attitudes and intentions in the context of service brands.

Abstract

As customers experience difficulty in evaluating service brands due to the often intangible and non-standardised nature of the offering, consumer brand research in the services arena is warranted. This study, therefore, attempts to understand how consumers respond to service brands by exploring the role of perceived brand value (value for money) and satisfaction in consumer evaluations of and responses to service brands. Results of a survey of 254 bank consumers indicate that perceived brand value has a significant positive effect on satisfaction, and satisfaction has a significant positive effect on both brand attitude and brand usage intentions.